Hudson Whiskey:
Dry (Aged) January

• Concept

  A cultural phenomenon growing in popularity year over year, “Dry January” is a burgeoning month-long challenge where consumers give up alcohol to kick start a healthy reset in the new year. Instead of fighting against it, New York-made Hudson Whiskey invested in the moment by partnering with celebrated New York City meat purveyor Pat LaFrieda to introduce “Dry (Aged) January”, a limited time kit featuring two Whiskey-Dry-Aged NY Strip Steaks, two Hudson Whiskey rocks glasses, a cocktail recipe card, and a code to online retailer Caskers for shoppers to redeem a bottle of Hudson Whiskey at the close of the month.

  With the partnership, we sought to create a disruptive moment during Dry January to reimagine how whiskey shows up during a time where 1) consumers are abstaining from alcohol and 2) many journalists pause coverage for the spirits category.

  The “Dry (Aged) January” partnership resulted in 26 earned media stories and over 100 million media impressions, with the steak kits selling out just two weeks after launch. Though this was a PR-led campaign, journalists were also eager to share the news across their respective outlet’s social platforms (including newsletters, Twitter and Instagram), generating a total of 465,219 social impressions.

• Services

  Creative Strategy
  Partnerships
  PR Strategy
  Media Relations

• Team

  Pat LaFrieda

• Discipline

  Lifestyle
  Food & Beverage